Kraft's online banner ad for what I can only assume is their Italian dressing is … interesting. First of all – hot, shirtless dude is not an original way to sell anything. We've been doing this forever. Second of all, when you "click me" you are taken to a site allowing you to send "zestygrams." I guess because the dressing is zesty?
I mean, I get it – 2013 is all about interaction. You want people to remember and interact with your brands online versus just inundating them with traditional ads. But if you're going to do that, your concept should at least make sense.
It's time to embrace a new concept, Kraft. Sex usually sells, but we're not sure it helps push salad dressing off the shelf.